2017 saw the launch of Hellmann’s new positioning, ‘On The Side of Food’, a campaign that looked to champion taste and position Hellmann’s as a dressings category leader.
Hellmann’s were also looking to promote its Grilltopia BBQ range, at the height of summer barbecue season. We needed to gain consumers’ trust in the quality of the products and convince them to choose Hellmann’s.
We used large format OOH to ensure Hellmann’s was unmissable and established new ways of utilising data sets with Tesco SmartScreens.
We were live at the most relevant times throughout the summer by thermal activation, using Tesco SmartScreens to show delicious combinations of different sauces with meats. This was done on a store-by-store, hour-by-hour basis nationwide: if burgers were popular in Balham on Saturday at 12pm, burger creative would play. The campaign was highly reactive, front of mind in the right place and at the right time.
Hellmann’s used OOH to its very best, demonstrating the medium’s ability to answer different objectives through a well-planned, data-informed, multi-format campaign.
We delivered incremental sales uplift and helped shift brand perception across major key brand metrics. Ultimately this delivered the necessary value to the Unilever business and spoke to their audience in a way that they hadn’t done before. Our approach will be adopted for subsequent Hellmann’s campaigns, strengthening the brand’s relationship with OOH for the foreseeable future.